Macma: Manboobs4boobs

This case study shows how the Movimiento Ayuda Cancer de Mama (MACMA), an NGO for the prevention of breast cancer, successfully engaged Argentinian women with breast self-examination by borrowing men's boobs in order to circumvent social media's tight restrictions of women's breasts depictions.

Advertiser: Macma Agency: DAVID Buenos Aires Country: Argentina

Objectives

To raise awareness with younger women on the benefits of doing regular breast self-examinations. MACMA - Movimiento Ayuda Cancer de Mama (literally, Movement for Breast Cancer Help) i

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